$600 And Up - Full Description - Content Info and Outline
Below is the staff writers guide to writing a product description for a product with a selling price over $600. Text in red indicates a "block" element or section in the description. Text in the grey areas indicate thoughts to consider for the section as described by the Yandas Web team.
The most important thought to consider when writing content for Yandas is to write it in a way that would be useful to YOU! You've been chosen as a Yandas staff writer because we recognize your ability to "filter" through the stuff that's not important, and communicate complex features in a useful way. Users want YOUR opinion - not some stock "political style" statements.
SEO (Search Engine Optimization) Thoughts to remember:
- Try to restate the product's name in your writing at least three times. This lets Google know the content on the page is definitely related to the product's title. The key is that you use it naturally. If it feels like you have to stuff it in three times to fit your writing, then don't do it.
- On the same note as the above bullet, think about if you we're search for this product in Google. Would you type in the full name, or paraphrase it? An example would be your search of "Fender American Strat Deluxe" when the product's name on our site is the "Fender American Deluxe Stratocaster". Use product name variations in your content to increase SEO.
- If you can, sneak in a few "geo-placement" keywords into your content. Google now filters search results to show listing near where the user is located. Words like "Midwest" and "Nebraska" are great terms that let Google know they can send people located close to us to our site. This is not required for every listing. Remember, if it feels like you have to "stuff" it in, then don't do it.
Header 1 – The header one element is typically a one sentence statement that summarizes the all the content on the page. Think of it as the "title" of your essay.
Main Paragraph 1 – This is by far the most important text that will be written on the page. Typically a user will read this paragraph to find out if the content you are providing is useful to them, or if they should just leave now as your content isn't useful to them. The content in this paragraph must answer all of the following:
- Qualify who exactly this product can help, and try to brainstorm as to why they are even looking at this product. Qualify the intended applications of the product. Think about the applications you would use the product for. State them, as there is a good chance that is also the application the user is interested in.
- Understand the value of the product to the user. It’s your job to emphasize this in this paragraph, and let the user know why the product is valuable to them.
- Demonstrate our proof of expertise with the product. Whether it’s personal expertise or general company expertise, we want the user to know why they can trust our opinion!
- Demonstrate how the “normal” way is hard/ineffective. Show how this product makes it easy/effective.
Bullet List 1 – Choose three main features of the product that qualify promises you made about the product in main paragraph one.
So we’ve given the customer the overview of the product. The user now knows:
- What the product can do for them / What problems the product can solve
- That were not “blowing smoke”, and they can trust our opinion
- That the product is intended for their application, and not something else.
If the customer has read paragraph one and is continuing to read onto paragraph 2, you can make the following assumptions:
- The user is interested in the product.
- The user intends to use the product for one of the applications you mentioned above.
Great job! We’re half way to closing a sale. Now it’s time to bring it home. Since you no longer need to justify your opinion on the product, we can write with ease, knowing that the customer wants your opinion.
Header 2 – The quick one sentence statement summarizing the content in paragraph 2. The user will read this header to decide if the following paragraph is interesting.
Paragraph 2 – Now is when you can start to get really creative. Choose a feature of the product that you think is the best, coolest, solves a specific probelm, etc..., and write a paragraph about it. Tell the user why you think this feature is worthy of paragraph 2, and what the feature can do for them / what problem they might have that the feature can solve. It's key to remember that we're trying to problem solve here. It's great for a product to have a feature that's cool, but if it doesn't solve a problem, then it's worthless fluff!
Header 3 – The quick one sentence statement summarizing the content in paragraph 3. The user will read this header to decide if the following paragraph is interesting.
Paragraph 3 – Same as paragraph 2. Choose a second feature that you think is cool, unique, solves a specific problem, etc... and write about it!
Header 4 – The quick one sentence statement summarizing the content in paragraph 4. The user will read this header to decide if the following paragraph is interesting.
Paragraph 4 – Same as paragraph 2. Choose a third feature that you think is cool, unique, solves a specific problem, etc... and write about it!
Ok, let's take a look at what we know now:
- We've identified with the user that there is at least one application of this product that is useful to them, or the user knows that this product solves at least one problem they are currently experiencing.
- They value your opinion in some fashion, as they have taken the time to read your thoughts on the product.
- The user has most likely decided in their mind that this is a product they would want to own.
Now's the time to close the sale. We need to make a closing "call to action" that encourages the user to take action with the new information they've been given.
Closing Call To Action - This is where we get to inspire dreams. It's a well known fact at Yandas that we don't sell guitars/recording equipment/drums etc... we sell dreams to play them! Think about the application or setting that the user dreams to use the product for. Take them there in their imagination, and inspire them to take action in one to two sentances. An example would be "Grab this guitar today, and get ready to take on the big stage." or "Imagine the tonal possibilities - snag this today and get ready for some sweet tones!"
Full Features Bullet List - This is the complete bulleted list of all product features. If the user has read this far, they want all the information they can get. Feed them! It's ok to copy this full feature list from the manufacturers website, but be sure to paraphrase / re-word each feature so it is recognized as unique content. You can also re-order these features in a way that makes better sense to you.
Full Tech Specs Bullet List - Here is where you list the full technical specs given by the manufacturer. It's ok to do a direct copy/paste this content from the manufacturer's website, as it needs to be specific. Be sure that you ONLY copy it from the manufacturer's website, and not a competitors source.
That's it! Lets take a look at an example description using the guidelines above